Posted by: Jenn Deering Davis | October 13, 2010

Analyzing tweets to better understand real-time crisis communication

I just posted an analysis of some interesting TweetReach data on the TweetReach blog. The post is called Measuring the Real-Time Impact of News on Twitter and it looks at tweets we collected during the recent UT shooting. An excerpt is below, but if I do say so myself, I think the whole post is worth a read.

We’ve been running a TweetReach Tracker for a few months that measures Twitter activity with and about the @statesman Twitter account. On September 28, @statesman regularly tweeted updates and important information about the shooting. Those tweets were retweeted and discussed repeatedly, resulting in a huge Twitter reach day for @statesman. Huge.

On a normal weekday, the @statesman Twitter account, which has more than 26,000 followers, reaches on average around 75,000 unique Twitter users through its own tweets, as well as others’ retweets, mentions, and replies. We’ve been tracking this activity since mid-July, and before 9/28 it peaked at a daily reach total of almost 180,000. On the day of the UT shooting, that number skyrocketed to a unique reach of 1.45 million unique Twitter users. That’s more than eight times its previous peak reach day and 19 times its normal reach.

The overall exposure (total impressions generated*) on September 28 was nearly 3.7 million, up from a typical weekday average of 125K and a previous peak of 292K. 2,700 Twitter users posted more than 4,500 tweets that day. In fact, 56% of all tweets with “@statesman” in them for the entire month of September were generated that day. @Statesman tweets were retweeted by many other news outlets, including the @washingtonpost and @dallas_news. They were also retweeted by lots of Twitter notables, many of whom don’t even live in Austin (a surprising amount from the Bay Area, actually).

Read the full post here.



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